Today's theatrical debut of The Chronicles of Narnia: The Lion, The Witch and The Wardrobe
is a pretty big event for family entertainment giant Disney(NYSE: DIS)
. It's launching early enough in December, and Disney has moved other releases out of the way to position the film as its big holiday hit to close out the year. However, there is also something out of the ordinary as to how Disney is going about in marketing this film. The same company that was once boycott fodder for some church groups has embraced the film's spirituality as a way to promote Narnia
to a religious audience.
It's a strategy that clearly worked last year with The Passion of The Christ
, a film that was passed on by the major studios yet still became the third highest-grossing movie of 2004. Narnia
is clearly more subtle about its Christian themes, but Disney has learned well after joining the big studios in watching The Passion of The Christ
's success from afar.